Coles and MasterChef: supermarket sponsorship
Coles and Woolworths operate in a near duopoly in the Australian supermarket category. Both have traditionally communicated value through weekly specials and catalogues that are price-led.
Woolworths owned the position of the ‘Fresh Food People’ but Coles didn’t stand for anything.
UM was required to help create a strong point of differentiation for Coles (beyond the best price for bananas) and trump Woolworths’ established positioning of the ‘Fresh Food People’.
Customers primarily choose their supermarket based on location. This was one of the main challenges we faced. As Coles and...